Future 100: Trends and Changes to Watch in
2018
helps readers keep a tab on emerging consumer behavior with 100 original trend
predictions from the Innovation Group. Sliced across 10 categories, each trend
is delivered in digestible snapshots that explore how the trend is already
showing up in consumer behavior today, signs that it’s growing more popular and
an original analysis on why brands and marketers should be paying attention.

From
trends like “Streaming Wars” and “Kid Influencers” to “Hipster Luxe” and “The
Internet of Eyes and Ears,” “Farming 2.0” and “Trendy Teetotalism,” The Future 100 foresees a 2018 full of
transformational change and new opportunities for brands.

Lucie
Greene, Worldwide Director of the Innovation Group, said of the report:

“The
future is happening faster than ever, thanks to the rapid pace of tech
innovation and digital culture. New models of commerce are causing disruption
and scaling rapidly. In food, drink and beauty, we see nascent trends exploding
in a nanosecond, thanks to social media. Meanwhile, new technologies are completely
transforming the way we interact with commerce, marketing and the internet. AR,
VR, AI, voice activation and 5G will all create seismic change in the way we
work and live. Coupled with this, we are seeing consumers who are more
demanding of brands than ever – and focused on wellbeing, experiences and
self-improvement in all aspects of their lives.”

“New
Millennial Careers” – Amid changing lifestyles and work patterns, new
professions and side hustles are emerging for millennials. The latest? Doulas,
Micro-influencers and on-demand video crews (for Instagram Stories, YouTube and
more).

“Gen Z
Beauty” – The highly sophisticated teenage generation is already transforming
the beauty space, and new creative cosmetic lines are appealing to this fluid,
expressive cohort. Meanwhile, they are already emulating the aspirations and
behaviors of their older millennial siblings, embracing wellbeing in their
lifestyle.

“Manufacture
2.0” –Adidas’ new Speedfactory is the latest example of how sports brands are
using advanced rapid-manufacture techniques from 3-D printing to weaving, to
manufacture bespoke products on demand.

“Lab Grown
Luxury” – The latest frontier in luxury is material science – perfecting
synthetic diamonds, using biotech and innovative techniques to create luxury
fabrics and leather without the cruelty, or the carbon footprint.

“Trippy Wellbeing”
– Psychedelic drugs are experiencing a popularity not seen since the 1960s. In
keeping with today’s wellness-focused culture, however, they’re now being
explored as gateways to a more balanced self.

Predictions
from Future 100 reports often hit the nail on the head. Later in December, the
Innovation Group will explore how last year’s trends played out in 2017 in a
series of posts on the J. Walter Thompson Intelligence website.
(JWTIntelligence.com)